Nouria Energy Corp. was founded in 1989 by CEO Tony El-Nemr. The family-owned and -operated business is headquartered in Worcester, Mass., and operates 319 c-stores and 90 car washes in Connecticut, Georgia, Maine, Massachusetts, North Carolina, New Hampshire, South Carolina and Rhode Island.
Nouria acquired Savannah, Ga.-based Enmarket in February 2025, adding 133 c-stores and 25 car washes and expanding its presence into the fast-growing Southeastern U.S., particularly Georgia and the Carolinas.
“This acquisition represents a significant step in our growth strategy, expanding our presence to the Southeast region and allowing us to serve more customers with the high-quality products and services Nouria is known for,” El-Nemr said at the time of the acquisition.
Nouria pointed out that its acquisition of Enmarket was “a highly strategic decision that strengthened the company’s presence and competitiveness.” Enmarket was also an appealing acquisition because of its strong regional brand, loyal customer base and operational excellence, all of which were qualities that aligned closely with Nouria’s culture and standards.
The acquisition also offers a platform for Nouria to introduce its innovations — such as its My Nouria private-label products and its fresh food options — to new markets.
“Together, these factors reinforce Nouria’s long-term vision of building a multigenerational, service-driven company with a national reach,” the company told CStore Decisions.
Nouria has also been updating existing locations. In April, Nouria completed a raze and rebuild of its Raynham, Mass., store, where guests can find freshly made sandwiches, pizzas and pasta using handpicked ingredients, bakery-fresh bread and authentic flavors. In June, Nouria completed a raze and rebuild on its Webster, Mass., location., which is designed to cater to residents and travelers and features a diverse array of products and services.
Growing Forward
Looking ahead, Nouria has ambitious growth plans, including a 10-year goal to quadruple the size of the company. It’s already halfway toward achieving that milestone. The chain plans to expand its footprint through both organic new store development and via strategic acquisitions.
Nouria is also strengthening its foodservice program, expanding its private-label offerings under the My Nouria brand and working to scale its car wash network, all while investing in digital loyalty, mobile payments and operational innovations that make the chain more efficient and help to deepen its connection with the customers it serves.
In addition to creating a “multigenerational, service-driven company with national reach,” the chain aspires to “strong regional leadership and a reputation for delivering the ultimate guest experience with every interaction.”
Food & Tech Innovation
Nouria operates three major foodservice concepts in the Northeast. The chain’s approach to the market is unique compared to other c-store chains. At the heart of each store is Nouria’s Kitchen, which Nouria treats as a central feature. It also partners with third-party brands Amato’s and Krispy Krunchy Chicken to further diversify its offerings.
As the chain continues to get to know its customer base in the Southeast, it plans to evolve its food strategy to focus on freshness and exceptional customer experience while also encouraging strong engagement from its team members.
Nouria sees technology as a driving force behind how it enhances the customer experience at its stores while also improving operational efficiency and store security. In 2025, it’s leading the way with several innovations. The chain has introduced dynamic videowalls in select locations to elevate in-store engagement. The videowalls offer high-resolution displays where the company will feature promotions, community messages and updates in real time, creating a “vibrant and immersive environment” for customers.
The c-store chain has also added next-generation video security, investing in artificial intelligence-powered video analytics to help it reduce shrink and protect the bottom line without disrupting the customer experience.
Additionally, Nouria is investing in self-checkout innovation, which allows for fast and secure transactions while minimizing false alerts and ensuring a smooth experience for guests.
“What makes Nouria a chain to watch is that we pair family values and care for our guests with cutting-edge innovation — growing fast, serving fresh and staying true to our people-first culture,” said Joe Hamza, chief operating officer, Nouria.
